Knowledge @ ISD Global

June 2, 2021
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Agility Scores in the Marketing Game

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group-isd-hitsCan you pivot on a dime, drive to the open lane and score when it counts? No, I’m not talking about Steph Curry or Damian Lillard. Not exactly, anyway. Marketers need to be as speedy and shifty as NBA point guards in today’s fast-paced, dynamic marketing game.

Speed and agility scores points with customers, which is why more and more marketers are embracing agile marketing best practices. Agile marketing adoption jumped to 51% last year, up from 41% in 2019, according to a report from AgileSherpas and Forrester Research.
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June 1, 2021
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Student powered world changing hacks: Pioneered by Toshiba & Kioxia, enhanced by Middlesex University.

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Emailer_01-03The linear sequence we have all been made aware of is one of believe and become. Moving a couple of notches above that is the upcoming Toshiba and Kioxia (previously Toshiba Memory) pioneered HACKcellence Fest, enhanced by Middlesex University Dubai and conceptualised and engineered end to end by ISD Global Dubai. Where students from the Middle East, Levant, Africa and the Indian subcontinent are encouraged to Dream and Dare in a first of its kind Hack Festival that has been established to discover solutions that can solve the real life problems of the day.

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May 31, 2021
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Business Agility Is the New Norm. Do You Have What It Takes?

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A year ago, when we talked about agility, we were market-focused: Is our company agile enough to handle new privacy regulations? The death of cookies? The shift in retail habits?

Now, market needs have clearly changed. It’s not just about privacy legislation and cookie-less advertising—there’s been a global shift in priorities. Supply chains have flattened; people have lost jobs; some borders are closed—then reopened, and closed again, then again reopened.
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May 30, 2021
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Upending the Platform Thinking

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Quick, precise, insightful and in rapid response mode. That is Mauro Guillen for you. Donning multiple hats astutely and with great finesse, Mauro is an eminent sociologist, political economist and management thinker and the Incoming Dean of the Cambridge Judge Business School and Fellow Queen’s College. Here in this freewheeling and crisp conversation with BrandKnew (published by ISD Global), Mauro does a bit of crystal ball gazing and also touches upon the inspiration for his book ‘ The Platform Paradox ‘. Read on..

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Mauro F Guillen, Incoming Dean, Cambridge Judge Business School, Sociologist, Political Economist and Management Thinker, Author, The Platform Paradox

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May 26, 2021
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5 ways Apple is thinking beyond the touchscreen

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Apple showed off clever experiments with UX at today’s Spring Loaded event. And we love to see it.

Apple’s iPhone changed everything when it debuted in 2007, with its handy touchscreen that introduced totally new concepts such as pinch-to-zoom. But it’s easy to forget in the age of iPhones that UX is about a lot more than a touchscreen. It’s about making real-world gestures, touching physical buttons, and sometimes looking away from a screen entirely.

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May 25, 2021
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Emphasis on celebrity over authority is blowing up influencer strategy

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I’ve recently done a few experiments in influencer marketing that exposed an important shift in how we must view and assess content creators. In fact, today I will contend that there is a significant new dynamic changing the very fundamental nature of influencer strategy.

Let’s start at the beginning and think about what influencer strategy has been, and then examine what it is becoming.

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May 23, 2021
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Is there a case to revisit the Case Study Method?

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Back in the 1920s, Harvard Business School(HBS) professors decided to develop and experiment with innovative and unique business instruction methods. As the first school in the world to design a signature, distinctive program in business, later to be called the MBA, there was a need for a teaching method that would benefit this novel approach.

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May 22, 2021
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The future is an asset, not a guess!

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A crystal ball gazing into what marketers and marketing should/could be doing in the coming times!
The future is an asset, not a guess. As such, using it rather than predicting it, is the only way to create the conditions for a tomorrow that is better than today.
Few industries will have more predictions or “future of” reports than marketing. After all, it’s in our best interest to be a step ahead of the consumer. However, rather than prediction, intention is what has enabled the creation of strong global brands, remarkable campaigns, game changing products and services and thriving economies.
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May 20, 2021
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Adapting Brands and Thought Leadership: Afiya Addison of the B2B Institute at LinkedIn on Marketing Smarts [Podcast]

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As marketers, one of our primary missions is to help people and encourage positive change. To do so, we need to ensure the content we create is both useful and valuable.

That’s what Afiya Addison spends her day doing: ensuring marketers can create more value. As part of the B2B Institute (LinkedIn’s only think tank), she works with academics and senior leaders to create content that encourages debate.
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